Recently I considered being the best social media manager in the world. I was going to take some company to the top of the charts by helping them build their Facebook page, Twitter account, and any other social media avenues they cared to explore. And just how was I going to increase their online sales and presence?
I was going to do something very old fashioned. I was going to interact with visitors. I was going to post engaging content and then follow up with fun conversation that made the audience feel connected.
If I was selling rope, I’d post the photo above on the Facebook page and talk about this photo. Wouldn’t you like to know who tied those knots, what they mean, what ship this is on, and stories about the men and women who get the opportunity to ring this bell?
Instead, Facebook pages for businesses are full of photos like this that miss the chance to increase the time a visitor stays on their page. I would post a few tasty tidbits and then link to the website for more.
Companies hire social media experts who can evaluate, produce wonderful spreadsheets, organize departments to coordinate product information, and post product info all day long. Look at any social media manager job description and you are worn out just thinking about how cumbersome it will be to manage all those responsibilities.
This is a very poor use of good social media talent. Good social media people can take your product and hurl it beyond the 4 corners reaching curios people who wouldn’t normally spend 5 minutes learning about your product. One rope manufacturer might have a whole website full of photos of their ropes. They hired a team of experts to photograph those professional shots. It’s a catalog that looks like a website. If you know what rope you want then you purchase and move on.
If you want to be known for selling good ropes then you convince the potential customer that buying a rope from you is the smartest thing they ever did. The best social media manager in the world can do that. He just needs to know that a good rope has a story. The story continues the next day and there will be more to the story.
Come back tomorrow and there will be a link to another post about this rope. Several heroes rang this bell. Aren’t you curious who they are?